复旦大学：《营销管理》PPT课件讲义_Advertising, Sales Promotion & Publicity

Advertising Sales Promotion publicity Developing managing Advertising Campaigns Sales promotion Publicity

Advertising, Sales Promotion & Publicity • Developing & Managing Advertising Campaigns • Sales Promotion • Publicity

Slide The Process of Managing Advertising Review Advertising Goals and Budget Create Messages Select media Pretest Ads Schedule and Run ads Evaluate Advertising Effectiveness Adjust Advertising As Needed IrwinMcGraw-Hill o The McGraw-Hill Commpanies, Inc, 1998

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 The Process of Managing Advertising Slide 18-2 Figure 18.2 Review Advertising Goals and Budget Pretest Ads Schedule and Run Ads Evaluate Advertising Effectiveness Adjust Advertising As Needed Create Messages Select Media

Basic Types of Advertising 口 Product 口 Institutional attempts to create promotes the name demand for goods Image, personnel or services, places, reputation of a persons or events company, organization or industry

Basic Types of Advertising  Product — attempts to create demand for goods, services, places, persons or events  Institutional — promotes the name image, personnel or reputation of a company, organization, or industry

Categories of Advertising Pioneering- ● Comparative Competitive Advocacy ● Corrective

Categories of Advertising • Pioneering- • Competitive- •Comparative •Advocacy •Corrective

Create messages Develop appeals Rational Emotional- Fear- ex Humor- Moral- Want appeals that are desirable exclusive believable

Create Messages • Develop appeals – Rational-- – Emotional-- – Fear-- – Sex-- – Humor-- – Moral-- • Want appeals that are – desirable – exclusive – believable

Selecting the Advertising Media ● Television ● Direct mail Radio o Print Outdoor o Internet Other

Selecting the Advertising Media •Television •Radio •Print •Direct mail •Outdoor •Internet •Other

Basic terminology Reach--the number of different persons/ households exposed to a particular advertising media vehicle during a period of time Frequencv--the average number of times a person, household or member of target audience is exposed to a media vehicle within a period of time Gross Rating points=

Basic Terminology • Reach--the number of different persons/ households exposed to a particular advertising media vehicle during a period of time • Frequency-- the average number of times a person, household or member of target audience is exposed to a media vehicle within a period of time • Gross Rating Points=

Advantages and Disadvantages of television Advantages Disadvantages Can reach broad Difficult to target narrow audiences cost audience segments effectively Medium cluttered with Many creative commercials possibilities using High production network · Generate attention costs Low cost per exposure Short exposure time Limited availability Zapping

Advantages • Can reach broad audiences cost effectively • Many creative possibilities using • Generate attention • Low cost per exposure Disadvantages • Difficult to target narrow audience segments • Medium cluttered with commercials • High production network costs • Short exposure time • Limited availabilityZapping Advantages and Disadvantages of Television

Advantages and Disadvantages of radio Advantages Disadvantages Low media and Lack of visual effects production costs Brevity of message · Can target Cannot convey complex geographically messages ° Can appeal to Product cannot be imagination demonstrated · Widely used in world Not attended to No standard rate structures

Advantages and Disadvantages of Radio Advantages • Low media and production costs • Can target geographically • Can appeal to imagination • Widely used in World Disadvantages • Lack of visual effects • Brevity of message • Cannot convey complex messages • Product cannot be demonstrated • Not attended to • No standard rate structures

Advantages and Disadvantages of print Advantages Disadvantages Can accept and change Poor color reproduction(N) ads on short notice(N) Cluttered no guarantee of · Production costs low position Can deliver lengthy, Less extensive reach complex messages that Requires long notice(M can be saved for future May be costly use Frequently limited by Broad acceptance, high believability production schedule · Reproduction quali high(M)

Advantages and Disadvantages of Print Advantages • Can accept and change ads on short notice(N) • Production costs low • Can deliver lengthy, complex messages that can be saved for future use • Broad acceptance, high believability • Reproduction quality high(M) • Some pass-along audience Disadvantages • Poor color reproduction (N) • Cluttered/no guarantee of position • Less extensive reach • Requires long notice (M) • May be costly • Frequently limited by production schedule